Alberta farm roots shine in new partnership with women pro hockey stars

Canada Beef is partnering with two standout professional hockey players, and one of them brings deep Alberta agricultural roots to the table.

Emerance Maschmeyer, goaltender for a team in Vancouver and a native of Bruderheim, Alberta, joins Ella Shelton, a professional women’s hockey player for a team in Ontario, as the newest faces of the Pick the Beef with the Leaf campaign promoting the 5 Reasons to buy Canadian beef.

This campaign builds on Canada Beef’s successful work with curling athletes and hurdler Sage Watson, expanding consumer outreach and connecting beef to high-performance nutrition and real Canadian stories.

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Farm kid from rural Alberta

Maschmeyer grew up on her family’s grain farm just outside Bruderheim, along with four siblings who all played hockey. Farm work, long days, and community involvement shaped her early years and contributed to the work ethic that carried her to Harvard, the PWHL, and Team Canada.

Her connection to Canadian agriculture runs deep. Her family has been active in the local ag community for generations, and even the farm’s backyard rink played a role in her development as an athlete. That Alberta farming background adds an authentic voice to the campaign as she speaks about nutrition, food quality, and supporting Canadian producers.

Now a new mother, she also brings a family perspective to food choices and the importance of nutrient-dense, trustworthy protein sources like Canadian beef.

Follow Maschmeyer and Canada Beef on Instagram.